Fibe makes way for the all-new upgrade vibe

Fibe makes way for the all-new upgrade vibe

Views: 500 8

Mr. Sudesh Shetty, Founding Member & Head – Marketing at Fibe

India’s largest digital lending app, Fibe (formally known as EarlySalary), has recently launched its first brand marketing campaign post it’s rebranding with actor Tahir Raj Bhasin. This unique advertising campaign breaks away from the notion that availing of a loan can be tedious and time-consuming. The brand positions itself as an enabler of all lifestyle and experiential aspirations in a slightly humorous way. This campaign also highlights its policy of offering finance to its customers for any credit need, no questions asked.

The campaign was launched on Fibe’s social media platforms like Instagram, Facebook, LinkedIn, YouTube and Twitter. Customers will also get a glimpse of the ads on Hotstar during the T20 World cup matches, specifically targeted to millennials and GenZs. It is a brand awareness campaign that will soon be visible on television.

The Aapke Paise Wali Vibe campaign was launched in mid of October and had a great impact. the campaign was able to achieve a sizeable reach of more than 5 crore new customers and served 14 crore impressions. Hotstar’s T20 World cup was able to attract more awareness and reach for the campaign; on the other hand, Youtube and other social media platforms were able to target a new segment of the audience. The campaign majorly targeted aspirational middle-class audiences like Early Jobbers, Travellers, Shopping enthusiasts, etc.

The campaign was a collaboration of VeryBusyPeople, Blink Digital & Fibe’s internal brand team. Fibe recently rebranded and wanted the new campaign to represent its core brand thought, tonality and personality. It has positioned them as a fun, casual & aspirational brand for the middle-income segment.

The target audience for the campaign was millennials and GenZs, and they often consume OTT as a medium of their entertainment. Tahir Raj Bhasin is a big name on the OTT platform, and with the current script, he was the best fit for his work in Bollywood and OTT platforms. His commitment to the character helped achieve the fun, exaggerated humour they envisioned for the film, and as a result, it has gained popularity across the masses.

Expanding on this campaign, Mr. Sudesh Shetty, Founding Member and Director – Marketing, said, “Fibe has always focused on helping working professionals to fulfill their aspirations and live life to the fullest. We position ourselves to help consumers maintain their lifestyles. From the beginning, our communication has always been on the fun and lighter side, which has helped us in catching the eyeballs of millennials and GenZs. With the new face for the brand, we wanted to take this to the next level, and Tahir made it possible with his unique style.

Leave a Reply